New Zealand-operated Sky Television Network is transforming bus shelters across Auckland, Wellington and Christchurch into immersive mini sports arenas to give sports fans the experience of a front row stadium seat on the street.
Nine bus shelters will be designed with a complete panorama wrap and custom seat installations, tailored to each city. Each bus shelter site was hand-selected to ensure high foot traffic and daily traffic visual counts, with a projected 300,000 views across all locations.
Sky’s aim is to promote its sports streaming services in a way that will leave a lasting impression on riders. The television platform’s efforts are in part due to the 50 percent increase it received in streaming customers over the last year leading to 16 percent growth in streaming and commercial revenues in FY2019. Sky TV also recently launched the Sky Sport Now app and Sky Sport News service and introduced 12 high definition channels on Sky Sport. In August, over a million New Zealanders engaged with Sky services when the Bledisloe Cup match aired, including 55,000 on the platform’s streaming services.
“Taking well-known aspects of our favorite sports and placing them in everyday moments is our way of showing Kiwis that Sky is an indispensable part of any sports lover’s life,” said chief marketing officer for Sky TV, Steve Bayliss.
The campaign is running now through the end of September.
Sky TV’s large-scale out-of-home (OOH) initiative comes after an Australian ad spend study from oOh!media found that return on investment (ROI) more than doubles when television and OOH are part of the campaign media mix. The data show that campaigns with more than six percent of their media spend in OOH saw a 57 percent ROI while those who spent under only received a 41 percent ROI. To achieve optimum campaign results, a mix of digital and OOH are needed.